Shai Gilgeous-Alexander Teams with YSL Beauty for Bold New MYSLF ABSOLU Campaign

YSL Beauty has tapped NBA sensation Shai Gilgeous-Alexander as the new face for their latest fragrance, MYSLF ABSOLU, in the U.S. This partnership celebrates the blend of sport, style, and scent, spotlighting Shai’s dynamic presence both on the basketball court and in culture. As a three-time All-NBA First Team pick and reigning MVP, Shai brings a fresh, authentic energy that perfectly matches YSL’s ethos of bold individuality.

The campaign highlights Shai’s unique style and quiet confidence, set against a pared-down backdrop to let his true self shine. MYSLF ABSOLU, the newest expression in the MYSLF fragrance line, amplifies this spirit with an invigorating and luminous scent profile. It opens with cool, spicy notes of fresh ginger and cardamom, layered over the signature bergamot freshness. At its heart lies a radiant orange blossom accentuated by a special accord crafted from flowers grown in YSL’s Moroccan Ourika Community Gardens. The fragrance closes with a warm, sensual base of patchouli and amber, sustainably sourced and fair-trade certified.

Beyond the scent itself, the design speaks volumes. The bottle is a sleek metallic monolith, created by designer Suzanne Dalton, reflecting modern masculinity with a couture touch. YSL Beauty also embraces sustainability with glass made from recycled materials and packaging that supports responsible forest management.

Shai’s role as U.S. Voice of MYSLF ABSOLU is a celebration of authenticity and self-expression. His charisma and passion align with the fragrance’s message to live boldly, pursue pleasure, and embrace every facet of who you are. Available now starting at $42, MYSLF ABSOLU invites everyone to celebrate themselves with radiant confidence and style.

This collaboration reinforces YSL Beauty’s legacy of marrying timeless luxury with forward-thinking audacity, empowering a new generation to define their own identity on their own terms